POW is expected to be Zee's comeback vehicle since the channel slipped to the third position in the ratings, behind Star and Sony. Zee's answer to KBC -- Sawaal Dus Crore Ka -- was taken off the air.
POW is inspired by the success of reality TV shows such as Survivor, Big Brother and Jailbreak in the US and Europe. Reality shows have been commanding large loyal audiences week after week and top bucks from airtime buyers. POW is going to be supported by Zee TV by a high decibel media campaign to generate interest.
The POW campaign has already been started and is expected to reach its peaks in the days to come as Zee TV mounts a concerted effort to win back audiences. Rediffusion DY&R with its KBC expertise will prove to be an invaluable ally in the battle for TV ratings.
Following the proposed reality show, Zee scrip rose to Rs 132.60 a share on Wednesday from Monday's close of Rs 114.55.